媒体过度消费体育明星现象的成因及对策  

The Causes and Countermeasures of Media's Over-consumption of Sports Stars

作　　者：郑骋[1] 

机构地区：[1]揭阳职业技术学院,广东揭阳522000

出　　处：《汕头大学学报（人文社会科学版）》2018年第8期62-66,共5页Journal of Shantou University(Humanities and Social Sciences Edition)

摘　　要：研究发现媒体过度消费体育明星的成因有三:一是体育明星作为消费社会的象征及其对于媒体的迎合;二是受众作为"单向度人",缺乏批判与思考能力;三是媒体经营理念与其绩效评估标准的驱使。而我国体育事业发展正处于爆发期,市场还不够规范,依托媒体自律来抑制过度消费现象的做法过于被动。因此需要寻求反向思维,结合网络舆情运行机制提出措施,包括:主动关注舆论导向,做好自律;设置议题,制定传播策略引导舆论;召开媒体发布会,借助专家观点引导言论导向;多方力量控制,避免事件符号化,抑制舆情反复。Through analyzing the causes of media's over-consumption of sports stars and proposing countermeasures, this phenomenon is caused by sports stars' symbolization of consumer society and their catering to the media, the audience 's lack of critical and thinking ability as one dimensional people, and media's business philosophy and performance evaluation standards. Sports in China is experiencing an outbreak, and market has not been standardized, so it is too passive to curb over-consumption through media's self-discipline. Instead, we should actively focus on public opinion through the mechanism of network public opinion, guide public opinion through communication strategies, news conference and expert views, and reinforce the control of public opinion through multiple means.

关 键 词：体育传媒 体育明星 过度消费 网络舆情 

分 类 号：G80-05[文化科学—运动人体科学]